Look Out Oreo, Arby’s Left You In The Dust With A Tweet About Pharrell’s Grammys Hat

Move over, Oreo. You earned kudos last year for your quick-thinking funny tweet when the 2013 Super Bowl blackout happened. But there’s a new kid in town, Arby’s, showing that roast beef can newsjack a live event as well as the sweet stuff.

Last night, in response to unusual hat worn by singer Pharrell Williams at the Grammy Awards, Arby’s spotted a resemblance to its own hat and joked about getting it back:

Arby’s also scored because Pharrell himself found the tweet funny enough to reply back to Arby’s. “Y’all tryna start a roast beef?,” he joked, a tweet that itself currently has nearly 11,000 retweets:

Arby’s tweet is well-short of the 400,000 retweets that happened to tweets about the tragic deaths of Cory Monteith and Paul Walker last year. But in terms of a brand “newsjacking” tweet, it’s probably the biggest we know of, though we’re checking to confirm. Twitter, in its Grammy’s round-up, did confirm it was the most retweeted tweet of the night.

Another brand that scored well during the Grammy’s, from a nice round-up by Digiday, was Gain laundry detergent, with just over 8,000 retweets currently for a similar play off Pharrell’s hat:

FYI, Oreo itself was busy during the Grammys, with a #sendmeoreo campaign to send the first 20,000 people to tweet a free pack of their new Cookie Dough or Marshmallow Cookie Oreos.

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